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Matthew Myers, president of the Campaign for Tobacco-Free Kids, which was among 28 groups that urged the FDA to take action against the Santa Fe Tobacco Company for its reduced risk claims, called the warning letters a critically important action to protect the American public from tobacco industry deception. There is no question that terms such as additive-free and natural imply a safer cigarette, as confirmed by consumer research and the industrys own documents

Violators can face fines ranging from the equivalent of around $150 to several hundred dollars

Though CVS said tobacco and related sales amounted to a loss of $2 billion in annual sales that existed when it sold cigarettes, the drugstore giants overall sales have been up in drugstores the last three years thanks to new business from the Affordable Care Act, its growing pharmacy benefit management division and growing medical services businesses